New buildings on matchbox labels (c. 20th century) by Unknown artistsOriginal Source: Online archive by Tasveer Ghar
New buildings
Modernity is marked in many labels with modern buildings from Indian as well as global locations, such as the Eiffel Tower of Paris, a burj or tower from Dubai or the Victoria Memorial of Kolkata. Some also show generic buildings like a bungalow, or large office complex.
Machines on matchbox labels (c. 20th century) by Unknown artistsOriginal Source: Online archive by Tasveer Ghar
Machines
The arrival of the industrial modernity in 20th-century India saw also the proliferation of new technology and gadgets, such as the electric bulb, the telephone, the water pump, the radio and such that are represented liberally on matchbox labels.
Tools on matchbox labels (c. 20th century) by Unknown artistsOriginal Source: Online archive by Tasveer Ghar
Tools
Besides complex machines, the matchbox labels also feature more utilitarian objects such as the scissor, the key, the hammer, the pin, the lever, the ladder, and so on. These are everyday tools that people would remember while purchasing a matchbox.
Mechanical tools feature on matchbox labels since the latter are often used or carried by workers and mechanics.
Agriculture on matchbox labels (c. 20th century) by Unknown artistsOriginal Source: Online archive by Tasveer Ghar
Agriculture and farmers
India is a land of agriculture and farmers. Many matchbox labels depict farmers toiling on their lands with ploughs and bullocks. Some also value the idea of labour, associating it with the nation of India.
The image of a farmer tilling the land is an important icon as over 57% of India's population is engaged in agricultural activity.
Labour and workers on matchbox labels (c. 20th century) by Unknown artistsOriginal Source: Online archive by Tasveer Ghar
Labour and workers
Images of labour, hard work and professions are often depicted on matchbox labels. While some are regular symbols of rural or agrarian work, many also depict labour as a concept with dignity and revolution.
Lamps on matchbox labels (c. 20th century) by Unknown artistsOriginal Source: Online archive by Tasveer Ghar
Lights and lamps
Since the purpose of matches is to light up lamps and other illuminating tools, objects such as earthen lamps, lanterns and torches are depicted on many matchbox labels, often representing the brightness or hope that it brings in a dark surrounding.
Kitchen items on matchbox labels (c. 20th century) by Unknown artistsOriginal Source: Online archive by Tasveer Ghar
Kitchen and Household
Items of everyday use in the kitchen are frequently seen on matchbox labels. These include kerosene stoves, cookers, tea cups and kettles.
With images of appliances like a pressure cooker or an electric blender, one could figure out the time when these labels may have been released.
Trade names on matchbox labels (c. 20th century) by Unknown artistsOriginal Source: Online archive by Tasveer Ghar
Trade names
Instead of using visual icons, many matchbox labels simply use the trade names or brands in bold letters. While one finds company names like WIMCO, Everest and Ekco, some also mention Karimjee, Balagamwala, Amar and Chandmaan etc.
Numbers on matchbox labels (c. 20th century) by Unknown artistsOriginal Source: Online archive by Tasveer Ghar
Lucky numbers
Indian businesses and people have a fascination with numbers, often using a lucky number that may help in the success of a business or life’s chores. Many matchbox labels are represented simply by a number in bold letters which the buyers could remember easily.
While buying their favourite matchbox or beedi (local cigarette) or when sending someone to fetch it from the market, customers would often ask for its number, 72, 9 or 101.
Money and coins on matchbox labels (c. 20th century) by Unknown artistsOriginal Source: Online archive by Tasveer Ghar
Money, money
Many matchbox labels show coins of various denomination, suggesting its price or sometimes just as a symbol, allowing a non-literate buyer to figure out what it costs. Some of the coins depict denominations or terms such as pice, paisa or anna that are not in use any more.
From the prices mentioned on the labels or the pictures of specific coins, one could trace the changing economy of India. Many coins also show the year of its release.
Playing cards on matchbox labels (c. 20th century) by Unknown artistsOriginal Source: Online archive by Tasveer Ghar
Clubs and spades
Playing cards is a favourite pastime in India, a deck of cards often present in public culture. Its symbols like spades, clubs, diamonds, king, and queen etc. are depicted liberally on matchbox labels, sometimes inscribed with local names such as tash, ekka, patta, and tekka.
Modes of transport on matchbox labels (c. 20th century) by Unknown artistsOriginal Source: Online archive by Tasveer Ghar
Transport
Pictures of various means of transport such as horses, carts, bicycles, buses, trains, aeroplanes and rockets are abundantly found on matchbox labels.
An image of a lady on a bicycle reflects modernity in Indian society, although very often, the women are also given typical gender-specific roles in these images.
Fireworks on matchbox labels (c. 20th century) by Unknown artistsOriginal Source: Online archive by Tasveer Ghar
Fireworks
Fireworks are an essential part of many Indian festivals such as Diwali. Their colourful packaging and brands have also been featured on many matchbox labels.
Advertisements on matchbox labels (c. 20th century) by Unknown artistsOriginal Source: Online archive by Tasveer Ghar
Advertisements
With its popularity and reach among the masses, the tiny space of matchbox label has been used to advertise other products such as bidis (country cigarette), soaps, tea and dresses etc. This way, the match manufacturers could earn a little extra by advertising others' goods.
Some advertisements are of very specific shops, such as this Hindi one of Ashoka Stores that sells dresses in north India's Varanasi town.
Concepts on matchbox labels (c. 20th century) by Unknown artistsOriginal Source: Online archive by Tasveer Ghar
Ideas, concepts
Matchbox labels not only depict popular and simple images but also complex ideas or concepts such as ‘Socialism’, ‘Sovereign’, ‘Liberty’ and so on.
Some labels even caricature an idea like the ‘Cost of Empire’ or show a rat pulling another rat’s tail with the title ‘Witty’.
A Little Box of Lights (c. 21st century) by Yousuf SaeedOriginal Source: youtube.com
A little box of light
A documentary video about Gautam Hemmady and his collection of matchboxes.
Matchboxes on matchbox labels (c. 20th century) by Unknown artistsOriginal Source: Online archive by Tasveer Ghar
Matchbox on matchbox
Finally, many labels turn their gaze inward and depict the matchboxes themselves on the labels, along with the brand name. Some also show burning matches, as if reminding the users what they are going to find inside when they open a box.
“Matchbox collecting involves too much work. You know on one hand, accumulating the material, which is a full-time job, and then having to document or arrange it, keeping it in order. It's just been one nine year period in which I was trying to do everything. I've come to a stage now when I want to just take a small part of it (and work on that).”
~ Gautam Hemmady
Design and text by Yousuf Saeed.
Images scanned by Umang Sinha. Processing and metadata by Mariam Fatima and Sourav Roy. All images are from the collection of Gautam Hemmady archived at the Tasveer Ghar.
The digitization funded by the Anneliese Maier Research Award of the Alexander von Humboldt Foundation, Germany, awarded to Sumathi Ramaswamy (2016-2021).
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